This is THE current trend that attracts French consumers. Nicknamed the cash machine, live shopping has been stirring up social networks for several months.
What is live shopping ?
This is the modern version of teleshopping. The various confinements have given rise to considerable growth in social networks and online sales.. Live shopping consists of discovering and marketing products during a video session. Either you have a large number of subscribers, engaged, with strong values shared by your community, allowing you to do live shopping directly. Either, as for teleshopping, you can use influencers to liven up your live shopping.
Why do live shopping ?
Sales leverage : for the user, live shopping is a fun and effortless way to shop. While online impulse purchases are on the decline and customers are continually looking for a new shopping experience, live shopping takes over the codes of physical sales online : product testing (by the presenter), advice, possibility of interacting with the “presenter-seller”, to return to a product, to see it from “every angle”, etc. An experience close to what you can experience in store. Lever of notoriety : live shopping was born in China and was then popularized by major brands. Today, even small businesses are getting involved, whatever their sectors of activity. This sales technique is not yet democratized in Reunion Island, it’s an original way to stand out from your competitors and offer an innovative purchasing experience for your customers. Commercial breakthrough : using an influencer allows you to access your community, to benefit from their perceived expertise in their field and allow your potential consumers to learn about your product effortlessly.
How to do live shopping ?
This is possible on social networks allowing you to do live : Twitch, YouTube, Facebook, Instagram, TikTok, Twitter, Linkedin, Snapchat and Amazon. In itself, the functionalities are more advanced when an e-commerce version is offered. Before embarking on this adventure I invite you to watch and participate in live shopping, you will be surprised to discover the involvement of Internet users and the intensity it can be for the organizers. Whether you choose to collaborate with an influencer or not, it will be necessary to communicate on the date of the live shopping, teaser, present the products that will be available, etc. As all Reunion consumers are not yet aware of this trend, it is necessary to explain in advance how this happens, and during the launch of the live to “remind the rules of the game”, especially on unique pieces or very limited quantities. The “artisanal” method requires at least two people to perform live : a person who will film, will present the products, will answer questions, and another person in the back office who will take note of who is positioned on a particular item to monitor sales and collect information for sending orders and payment later..
About influencers
Don’t just look at the number of subscribers an “influencer” has, because it is very easy to buy subscribers (bot-generated accounts) and likes on social networks not leading to real engagement. Verify that followers are real accounts by randomly clicking on profiles. When choosing an influencer, you therefore choose an ambassador who will be attached to your brand, and therefore, it must match your brand image.
I wish you a beautiful year of abundance, challenges met and quality moments.